Description
In 2024, Sofia’s National Theatre was attacked by far-right activists. Culture felt under siege. Sofia Film Fest answered quietly — by reimagining its iconic tagline: “Shhh. The film is starting.”
It redefined the familiar phrase “Shhh. The film is starting.” Not as silence for etiquette, but as silence as cultural defense.
For its promo film, the festival seated polar opposites side by side: a fake Donald Trump next to a fake Mexican migrant, a priest beside a drag queen, a policeman next to a protester. People who wouldn’t sit together anywhere else, but in the cinema, they shared a screen.
In that darkness, differences disappeared. The silence protected them all.
Every frame became a defense of culture.
“Shhh” wasn’t just about watching — it was about preserving.
This professional campaign titled 'Shhh' was published in Bulgaria in January, 2025. It was created for the brand: Sofia Film Fest, by ad agency: proof.. This Film medium campaign is related to the Movies industry and contains 6 media assets. It was submitted 12 days ago by creative director: Angel Iskrev of proof..
